Amazon, Shopify, or Etsy? Comparing Top Platforms for US-Based Sales in 2025

Why Platform Choice Matters More Than Ever

Selling online is no longer just about having a good product. The platform you choose determines:

• Your visibility in search results
  
  

• The fees you’ll pay
  
  

• The control you have over branding
  
  

• Customer trust and shopping experience
  
  

• Long-term scalability of your business
  
  

Making the wrong choice can lead to low traffic, poor margins, or difficulty scaling. On the flip side, choosing the right platform can accelerate growth and position your brand for long-term success in the US.

Platform Overview

Here’s a quick primer on what each platform offers:

Amazon

The largest e-commerce marketplace in the US with hundreds of millions of active customers. Amazon is ideal for sellers who want instant reach and are willing to compete on price and fulfillment.

Shopify

A powerful e-commerce builder that lets you create your own branded online store. Shopify is best for sellers focused on direct-to-consumer (DTC) branding and full control over customer experience.

Etsy

A niche marketplace focused on handmade, vintage, personalized, and artistic goods. Etsy attracts a loyal US buyer base seeking unique, authentic items.

1. Traffic and Customer Base

• Amazon:
  With over 200 million Prime members and millions of daily searches, Amazon brings unmatched built-in traffic. US consumers trust Amazon and often start their product searches there.
  
  

• Shopify:
  You own your traffic, which means you must invest in SEO, ads, influencers, or social media to drive visits. While harder at first, this allows for better long-term customer loyalty and lifetime value.
  
  

• Etsy:
  Etsy delivers niche traffic — buyers specifically seeking artisan, handmade, or personalized items. If your product fits the platform’s theme, you can get good visibility without spending on ads.
  
  

Winner (Traffic): Amazon
Winner (Niche Traffic): Etsy

2. Ease of Setup

• Amazon:
  Setup is straightforward but requires documentation, category approval (in some cases), and learning the FBA system if you want to use it. Listing tools are robust but can be complex.
  
  

• Shopify:
  Very user-friendly interface. You’ll need to set up your store design, add products manually or via import tools, connect payments, and arrange fulfillment.
  
  

• Etsy:
  Easiest setup for first-time sellers. You can start selling within a day with minimal technical knowledge, especially for handmade items.
  
  

Winner (Ease of Setup): Etsy

3. Fees and Profit Margins

• Amazon:
  High fees. Expect 15% referral fees plus fulfillment (FBA) and advertising costs. In total, you could lose 30-45% of your revenue to fees.
  
  

• Shopify:
  Monthly fees start at $39, plus payment processing (2.9% + $0.30 per order). No per-sale commission unless you use apps or marketplaces. You keep more of your profit but must drive your own traffic.
  
  

• Etsy:
  Listing fee of $0.20 per item, 6.5% transaction fee, and optional ad costs. Lower fees overall but can add up with volume.
  
  

Winner (Profit Margins): Shopify

4. Branding and Store Customization

• Amazon:
  Limited customization. All listings look similar, and customer loyalty belongs to Amazon — not your brand. Amazon Brand Registry offers some protection and tools but still within Amazon’s layout.
  
  

• Shopify:
  Full control. You design your website, product pages, and checkout experience. It’s your brand, your store, and your data.
  
  

• Etsy:
  Some customization allowed, but limited compared to Shopify. Your store lives inside Etsy’s ecosystem, and buyers may not remember your brand name after purchase.
  
  

Winner (Branding): Shopify

5. Fulfillment and Logistics

• Amazon:
  Fulfillment by Amazon (FBA) is a major asset. You send products to Amazon warehouses, and they handle storage, shipping, and returns — crucial for meeting US customer expectations.
  
  

• Shopify:
  You handle your own fulfillment or integrate with third-party logistics (3PL) like ShipBob or Deliverr. More work, but also more control.
  
  

• Etsy:
  Mostly seller-fulfilled, though some use 3PLs. US customers expect clear shipping timelines, so reliability is key.
  
  

Winner (Logistics): Amazon

6. Marketing and Customer Acquisition

• Amazon:
  Has built-in shoppers, but you’ll still need to advertise to stand out. Amazon Ads are essential in competitive categories.
  
  

• Shopify:
  Marketing is entirely your responsibility. You’ll need SEO, Meta ads, Google Ads, influencers, or email marketing to drive traffic.
  
  

• Etsy:
  Organic visibility is good for niche products, and Etsy Ads are simpler and cheaper than Amazon’s system.
  
  

Winner (Organic Marketing for Niche): Etsy
Winner (Scalable Marketing): Shopify

7. Ideal Product Fit

• Amazon:
  Mass-market products, electronics, household goods, beauty, supplements, pet supplies, books, toys, etc.
  
  

• Shopify:
  Branded products, DTC businesses, subscription boxes, fashion labels, custom gadgets, international brands.
  
  

• Etsy:
  Handmade crafts, personalized gifts, jewelry, stationery, digital downloads, art prints, wedding items.
  
  

Winner (Product Versatility): Shopify
Winner (Unique Handmade): Etsy
Winner (High-Demand Products): Amazon

Frequently Asked Questions (FAQ)

Q: Which platform is best for beginners?
A: Etsy is the easiest for solo makers or artists. Amazon is good for those with ready inventory. Shopify suits sellers ready to build a brand.

Q: Can I sell on more than one platform?
A: Absolutely. Many sellers use Shopify for branding, Amazon for reach, and Etsy for niche products.

Q: Do I need a US company to sell on these platforms?
A: No. You can sell as a foreign entity on all three, though you’ll need proper tax documentation and a fulfillment strategy for US orders.

Q: Which one makes the most money?
A: It depends on your model. Amazon offers scale, Shopify gives high margins and brand control, while Etsy suits niche artisans.

Final Verdict: Which Should You Choose?

The best e-commerce platform for selling in the US depends on your goals, product type, and experience level:

• Choose Amazon if you want immediate access to millions of US buyers, are prepared to compete on price, and can manage fulfillment through FBA.
  
  

• Choose Shopify if you’re building a brand, want full control over your store, and are willing to invest in digital marketing.
  
  

• Choose Etsy if your products are handmade, vintage, or personalized, and you want access to a niche audience that values creativity.
  
  

In many cases, the smartest strategy is to combine platforms. Start on Etsy or Amazon for fast traffic, then use Shopify to build a long-term, brand-owned sales channel.